Sample Work

Led the redesign and relaunch for this 45-year old healthcare organization – elevating its brand (including its design, messaging, thought leadership, programming, website, and materials) to better position its leadership, members, and value-add within the healthcare industry.

 

The updated strategy and its execution immediately allowed for:

• Growth of reserves from $300K to $1.5 Million in two years.

• Unique programming, including a first-of-its-kind education summit launched on (peri)menopause – exceeding financial and attendance goals by more than 50% – plus attracting a new set of funders. (The summit also received ASAE: “2024 Power of Associations” Gold Award.)

• A 100% increase in media interviews regarding timely women's health issues: maternal health, (peri)menopause, and reproductive health.

• Members feeling a renewed sense of pride and part of something exciting – their input gained through listening sessions, surveys, social conversations, and conference sessions.

• Expanded speaking engagements and social content for NPWH president, board members, and members to showcase their unique expertise. (Efforts included CEO/board leadership media and messaging training, editing scripts, speeches, and conference programming.)

• New sponsorship opportunities and pitches for additional revenue streams.

Hired by the Institute's new director, the task at hand was to build a rollout strategy to reintroduce the Institute to students, faculty and alumni after a four-year gap in communications - a gap that created mixed expectations, understandings, and a lack of clarity.

 

Often, presenting goals lead to identifying hidden potential... that is IF the right questions are asked and there is an openness to transform into what is next. There was with the Institute and its amazing board.

 

Ultimately, our work:

• Provided a new thought leadership positioning for the Institute to elevate the value of its key programs.

• Helped inform the board's work creating a more specific business strategy.

• Helped offset growing confusion and criticisms by students and faculty.

• Informed priorities of Dartmouth College's incoming president.

 

More specifically, after a deep dive into a landscape assessment and interviews with team and board members, faculty, student, partners and (entrepreneurs who are also alumni, opportunities emerged how to set the Irving Institute apart on the international stage.  

​

Efforts included:

• Facilitating listening sessions with students, faculty, alumni and leadership; also strategy meetings with the Institute's leadership and advisory board.

• Messaging/positioning to more effectively communicate about Institute to reflect industry opportunities and reinforce the Institute's unique offerings.

• Creating presentations for director to deliver to faculty and president.

• Devising elevated approaches for outreach, events, social, website, and content, as well as technology and automation recommendations, to better leverage SEO, algorithms, and influencers and build a more engaged community around the Institute.

• Providing recommendations for relaunch, partnerships and thought leadership opportunities. 

• Planning crisis communications and response to help maintain trust with students and faculty.

• Overseeing video production from script to creative execution.​​

"Call 811 Before You Dig" was the message Common Ground Alliance wanted to spread as it launched a new national N-11 number. Saving lives of professional contractors and home DIYers was the mission, as gas, electric, and other underground infrastructure unknowingly lies just below the surface of our homes, gardens, and communities. 

​

The project included developing a(n):

• Award-winning partnership program that garnered about $2 Million in initial partner support from the likes of John Deere, Traveler's Insurance, Yellow Book and others who helped spread the word with instant credibility.

• Messaging/positioning for the brand to resonate with professionals and homeowners alike.

• Suite of awareness-building materials, including a PSA spot.

• Two-prong outreach strategy to leverage industry voices to help save lives of homeowners. The plan included media, partnership outreach, and a national launch event on the National Mall.

​

Today, around the country, if you look, you can spot the "Call 811" sticker on local utility trucks, and even water towers, billboards and other public-facing spaces. 

At the time Marriott acquired Starwood, significant change within both lifestyle brands was underway. How, then, do you grab the attention of your top global executives to join a three-day (non-mandatory) event?

 

Answer: By creating a creative communications plan that generated interest pre, during and post event leading to exceeding attendance goals with the most attended internal meeting in recent years.

 

The plan was to add energy into push communications to not only catch attention through clever subject lines and useful information, but also infused a little fun.

 

The content strategy was established to push important details to key employees what they need to know about the event, registration, travel logistics (including what to pack), as well as last minute arrival updates... all sent at the right moment to inboxes and phones, much like an assistant or concierge service would do. In other words, the approach reflected Marriott's brand.

 

Every logistics question was answered before it was asked.

 

The customer-service approach went the extra mile by enhancing the user-experience on the event App being designed for the meeting. From yoga class notifications and coffee break trivia to making session choices easier ("Coming Up Next"), these personal touches and  enhancements made the App one of the highest rated aspects of the multi-day meeting.​​​​​

How do you take current offerings and assets (offered online and in-person) and position them in a way they attract younger (and future) members?

 

Better yet, how do you offer build community with different generations (and their various communication preferences) and increase conversion and engagement rates?

​​

These questions were what was assessed with the intent of positioning AGU as the go-to career development partner for earth and space scientists around the globe – and doing so in ways that felt more purposeful and personalized versus traditional one size fits all outreach. Working with the talent development and marketing teams we explored the possibilities to inform investments in huge technology investments the international association was planning to make.

 

Work included:

• Conducting an asset review, external landscape review, and brand audit of key learning and continuing education products

• Hosting innovative online focus group format to get cross generation input.

• Developing a new approach to personas and as a result offering up new content (and journey) approaches that were more personalized.

• Outlining a roadmap how best to grow membership with younger generations still in graduate school.

• For one test project – Virtual Poster Showcase (VPS) – on the chopping block, we:

  • Improved UX/UI by removing significant and small enrollment barriers, including confusing navigation and jargon-heavy content.

  • Developed and implemented a calendar of content for VPS, including social media ads (A/B tested), webinars, and email campaigns.

​​

Designed and led award-winning campaigns, events, tours, programs, and partnerships as part of Fleishman Hillard's consumer markets division.

 

Aimed at capturing the minds and hearts of audiences around key issues, created meaningful experiences on and offline that engaged consumers, media, policy makers and partners alike. Efforts required leading diverse teams, negotiating and managing large-scale contracts, budget management, video and design production, event management, as well as overseeing all creative processes that go into devising PR, multi-channel and content campaigns. 

​

Examples of campaigns included:​

• TriCare – Curbing drinking of young service members ("Don't Be That Guy" campaign) which broke the mold of online engagement. 

• US Department of Navy – Developed presentation and video for Admiral Roughead's inaugural presentation to an audience of international naval leaders in Rhode Island (US War College). 

• AARP "Voices of Civil Rights" tour – Honoring the Freedom Riders and the African American experience during civil rights. Result of collecting stories, received Emmy and Webby awards.

• AARP 50th – Repositioning an established brand and shifting public perception that 50 is the new 40 + 50th Anniversary celebration plans.

• Social Security Administration w/ Monster.com – "Ticket to Work" tour was designed to empower individuals with disabilities to build confidence, skills, and network with employers. Included partnership with Monster.com to ensure further reach of the tour. 

Thanks to a grant award by The John A. Hartford Foundation to LeadingAge, a national, nonprofit longterm care organization, a new coalition was launched in August 2022 to test, validate, and then promote specific changes to nursing homes so they are communities where people want to live and work.

 

While the Coalition worked over two years to determine its core work, launching and building awareness about this new group of diverse voices was the priority focus, in addition to growing a community of followers. 

​

By spring 2023, efforts for this highly niche Coalition resulted in attracting 1,000+ members (and growing), plus a 60% monthly newsletter open rate with a steady monthly conversion rate. (All of this despite the fact specific projects went undefined for two years while Coalition committee members worked to define).

​​

Brand, marketing/communications + digital work involved:​

• Developing a relatable brand, including design, tone, mission/vision and relatable messaging, content, and partnerships – useful for engaging diverse audience needs and understanding of the issues (e.g., media, industry experts and residents).

• Building multi-channel content/journey strategy, SEO, and "martech" stack – from website to LinkedIn to MailChimp – built effective funnel to build awareness, capture emails and generate engagement/conversions.

• Launch and thought leadership strategy (laying a foundation for future grassroots efforts), which included a Capitol Hill hearing on reform, press outreach and materials. 

• Implementing first two years of communications (including development of a newsletter, Zoom events, emails, social content, material development) while its committees worked to define specific, longer-term reform projects.​​

The Solar Energy Trade Shows transition to being known as RE+ ​has been a huge success:  doubling all KPIs for the team and its parent organizations, SEIA and SEPA.

​

What was the key to their "before and after"? 

 

For us, we were handed a new name and design concept with questions how to make it work. We needed to help the new name mean something powerful, concise, and compelling in a competitive marketplace. And, with years of stagnated conference attendance (no thanks to Covid) and confusion around the conference branding (too many cooks in the kitchen), how can a new name help?

 

• Well, we did our research.

• We identified how best to tie the new name in with the marketplace pulse and needs.

• We anchored our messaging accordingly and with business goals so attendees/members/industry experts were clear about the value they'd get by attending.

 

In the end, we created clarity for the end user and also positioned the largest clean energy industry conference (formerly Solar Energy Trade Shows) to make attendance a no brainer.

 

And, for the teams behind-the-scenes, the new positioning empowered them to:

• Diversify product and event opportunities

• Produce (new) thought leadership content

• Grow awareness about innovative projects and collaborations on the horizon to further the renewable energy industry as a whole

Working with the CEO and founder of a 28 year old firm to outline her priorities and goals for the business and develop a blue print of change based on this vision.

 

Conducted internal audit and employee listening tour to devise business and internal transformation strategy to grow the firm. As a result, was asked to serve as Acting Chief Operations Officer to kick start key initiatives to transform the organization from the inside out. 

 

Responsibilities included (updating):

• Business strategy and business development to balance client portfolio.

• Rebranding, culture/values and CEO vision/messaging.

• Working with HR to update culture processes, talent development tracks, employee incentives, and on/off boarding communications. 

• Managing seven senior executives.

• Creating internal, change-focused communications and enhancing staff meetings to ensure everyone was part of the growth process.

• Integrated new technology firm-wide to give each employee remote working capabilities and clients improved customer service.

Designed and led the first five National Book Festivals on behalf of First Lady Laura Bush and Library of Congress. The event's purpose was two fold:

• Promote a love of reading in all ages as research shows the benefits it has on wellbeing and democracy.

• For the Library, to grow awareness with the general public about our nation's largest library and bring to life the range of riches – authors, stories, collections and resources – one can find within the Library.

 

A few highlights:

• The first festival attracted over 100,000 attendees and was recognized by Public Relations Society of America (PRSA) with an Silver Anvil Award of Excellence.  

• The second festival grew 100% to over 200,000 attendees – despite 9-11's first year anniversary, rainy weather for days leading up to the event, and a sniper shooting unfolding with media saying to avoid DC on event day.  

• The beloved festival is now in its 2nd decade delighting attendees.

​​

Efforts involved oversight of all logistics, sponsorship relations and programming (for likes of PBS, WNBA/NBA, Washington Post), as well as crisis planning/management, volunteer planning, advertising, design, video, media teams, and vendors.

One of Irving Institute's key programs is Greenshot, a launchpad for climate entrepreneurs it offers in partnership with the Magnuson Center for Entrepreneurship.

 

Site navigation, messaging, design and user experience (UX), as well as the overall online presence for this key program is another project we helped shape. 

Video storytelling is essential in today's content strategy. Short form video is replacing the written word and is prioritized by (Google) search engine results (SERPs) and within apps (e.g., Instagram, YouTube, Facebook).

​

The video still is one of the most viewed ornament stories to date. (Only trailing behind the 2015 ornament of Marine One, which Boeing help sponsor the backing its popularity.)

​

The back story...​

​

Every year, the White House Historical Association launches a new ornament representing the an American President. Along with the ornament, a highlights video is released to illustrate the chosen design for the season. Usually, the video has been around three-plus minutes – which in today's scroll and swipe era is too long for new and younger generations. 

​

More than a video – opening up a journey of content experiences. 

​

Because shorter and compelling video means more views/shares (and reduced "drop off" rates), a few insights into the approach:

 

• 30 to 60-second "spots" were produced aimed at entertaining viewers and provided an energy of lightness and whimsy, not just educating with hard facts and data.

• The shorter formats were used on different email campaigns, social channels, and on the website as a hook – to entice viewers to take another step and continue on a journey to learn/see/do more on the website and online store. ​

• Issue/Crisis Management – ​The 2022 ornament also had a built-in issue to manage: it represented a controversial Presidency. The ornament design and storytelling approach, therefore, required additional consideration and creativity. The solution: Focusing on Mrs. Nixon's gingerbread house tradition.

​​

PRODUCER NOTE:

We brought this enduring White House holiday tradition to life in new ways! Using the limited number of photos of Mrs. Nixon with the gingerbread house tradition she began, and factoring in audience trends around content preferences, the video set a stage for a series of ongoing content, media, and in-person experiences starting in the summer running through December  (e.g., cooking series, Today Show PSA with Al Roker, promotion of former White House chefs and recipes, products for holiday gifts). ​​​

The Veteran's History Project (a Congressionally mandated project) was established to preserve our nation's wartime memories and unsung heroes at the Library of Congress. 

 

Helping VHP expand its reach and lower barriers of participation to collect more oral histories was the goal set by Dr. Billington, head Librarian. To meet this goal:

• Created a multi-step "how to" promotional copy to reduce the overwhelming impression involvement in collecting stories required a Ph.D. or a professional.

• Updated design direction to be timeless and relate to veterans and home based supporters from WWI to more modern wars.

• Oversaw the three-day event on the National Mall as part of the WWII Memorial dedication ceremony. 

​

To Learn More About VHP

Circa black is the result of a private investment group wanting to create the first low-fee, pre-paid card that offered lifestyle membership perks and benefits for Millennials. The card was more than a financial transaction, but a community of corporate partners, celebrities, and points accessible to card-owners through an experiential membership App.

 

Work included go-to-mark strategy working with board of investors, App UX/UI design, member journey and communications, and creating concept presentations for banks, celebrities, and corporate partners.